Over the past couple of years, I’ve written quite a bit about the changing skills and capabilities required in the corporate communications organization. There is now emerging evidence to suggest this transformation is not only happening but it’s accelerating and with positions few could have anticipated a few years back.

Last month, my column focused on the agency selection process and featured commentary from a range of agency CEOs. They asked for anonymity because they were fairly critical of how most reviews get done.

There was no shortage of thought leadership at Social Media Marketing World 2016, held this past week in San Diego. After packing 12 sessions into two days – no small feat – I emerged with these key insights from this year’s conference.

The new Global Communications Report released just last week by the University of Southern California Annenberg Center for Public Relations predicted the public relations agency business will increase in size from $14 billion today to nearly $20 billion in just five years.